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Big data is everywhere ... and whether consumers like it or not, their user habits, lifestyle and even healthcare data is being collected, used and analyzed on a daily basis. While all that

information can be useful, many consumers are still not comfortable with the idea of sharing. Apple recently released its first transparency report in order to shine light on all the

requests the company gets from the U.S. government when it's looking for personal and private customer information. Such requests may account for some of the reasons that many consumers

are torn between wanting to embrace technology and not being comfortable when it comes to privacy and security. Tony Salvador, director of research at Intel Experience Insights Lab, said

more people are willing to share their information online anonymously if they know the information will bring personal or social benefits. Intel has found that 81 percent of high-income

individuals would share anonymous personal information such as lab tests and health monitoring in order to support research. That compares with 71 percent of mid-level income individuals.

Only 66 percent of lower-income individuals are willing to share anonymous personal information, unless there is something to gain, such as lower costs for medications, Intel found. Salvador

said consumers need to be more data-literate, adding that checks and balances need to be applied in the digital world, just as in the physical world, in order for businesses to move forward

in building a true "personal data economy." _--By Christina Medici Scolaro_ Comments, Questions, Suggestions? Tweet Us @BigDataDownload.